Sep
28
Love Letter Secret That Helps You Sell More
Filed Under Copywriting Secrets, Sleight Of Mouth | Leave a Comment
Today I’m going to show you how to make your claims…twice as believable while mesmerizing people, and I’m going to show you a great way to start a love letter.
Ready?
First a preamble.
Everyone’s brain is as unique as a finger print. They have built up in their heads a belief system and model of the world which all input gets filtered through.
Like a prism distorts light beams. This “map of the world” distorts reality. (Almost all human conflict comes down to not understanding people have different maps)
This is why logical arguments almost never persuade anyone, because the logic gets distorted and twisted by a persons “map” of the world.
If you want to slip suggestions past people’s maps, you have to something my mother did when I needed to take some foul tasting medicine. You stuff it inside something I liked (like hot dog or a big spoonful of Jello).
One way to do this is a technique called pacing and leading.
A pace is when you say something that is verifiable in your readers (or customers) model of the world. A lead is when you suggest something you want them to believe. The more you pace, the more powerful the lead becomes.
Here’s an example, let’s see if we can help sell some Chiropractic services. (The paces are underlined and the lead is bolded)
This is a pace, pace, pace, pace, lead.
Back pain slows you down. Back pain sufferers can’t stand for long periods of time. Bending over sends sharp pains up their spines and feelings of frustration because the pain keeps them from playing with their kids. And a good chiropractor can stop this.
Let’s try a financial advisor appointment fetching letter:
You can get good paces by paying attention to the big news going on. The news has a huge effect on people’s models of the world (Which is why you shouldn’t pay attention to it).
Another bank fails in the United States. The stock market is stagnant and people’s savings aren’t growing as fast as they want. Because of this meeting with a knowledgeable financial planner is more important than ever.
I’m wondering if you are starting to realize just how more powerful claims are, if you pace first.
Ok, let’s get to the…
Love Letter
The goal of this letter should be to make your partner feel loved. Sometimes they don’t believe, a simple “I love your more than anything”. So let’s use our pacing first to make the “I love you” twice as powerful.
Dear Zelda,
We’ve been together for 7 months now. I am not perfect. You know I tend to leave my clothes hanging around, and I tend to leave my dishes sitting out. You handle my minor video game addiction like a champ, and you cheer me on when I’m playing my friends. And you should know “I love you more than anything”….
Simple stuff…Super powerful.
A simple pace, pace then lead isn’t going to do a full selling job for you.
It is just another brick in the road leading your prospect from a state of not wanting your service to a state of wanting it. Good paces require research into the person you are writing to. Something most copywriters do not do.
In summary:
Take a look at the major claims you are making in your web pages, sales letters and emails. Try and soften the blow by pacing first. It makes arguments very compelling, and will boost your sales.
Peace.
P.S.
If you’re thinking of hiring a copywriter then you should give me a shout by following this link. Talk to Ian about a copywriting project.
